The Gift Business on TikTok LIVE: How Coins Work and Why Their Price is Not the Same Everywhere

TikTok has a thriving economy that goes beyond advertising, with a huge part of its revenue coming from gifts on TikTok LIVE. Users can buy coins, which are then used to purchase virtual gifts for their favorite creators, with prices varying depending on the type and rarity of the gift. The price of these coins is not the same everywhere, varying by country and region.

The varying price of coins on TikTok LIVE has led to a thriving resale market for coins and gifts, highlighting the complexities of social commerce on the platform. This phenomenon matters for social commerce as it showcases the creativity and adaptability of users and creators in monetizing their presence on the platform, as well as the challenges of managing a global economy with varying exchange rates and regional preferences.